Jagermeister Named Presenting Sponsor of Toughest Cowboy(TM)

Jagermeister Named Presenting Sponsor of Toughest Cowboy(TM)

Whiskey Falls to Headline Concerts

DENVER, Jan. 22 /PRNewswire/ -- Jagermeister has been named the official Presenting Sponsor for live performances and Spike TV broadcasts of the 2009 "Toughest Cowboy"(TM) national tour produced by "World's Toughest Rodeo"(TM). Whiskey Falls, a rising star in the music world, will perform at the Party in the Dirt following "Toughest Cowboy" live events. "Toughest Cowboy" is a new eight-episode one hour series from world-renowned producer Mark Burnett. The new sports-competition reality series premieres Thursday, January 29 at 11:00pm ET/PT on Spike TV.

Emanating from venues in top major markets including Chicago, Atlanta, Indianapolis, Columbus, Raleigh, and Minneapolis-St. Paul, "Toughest Cowboy" features twelve daring competitors in one of the world's fastest-growing sports. These fearless cowboys must ride in three dangerous disciplines each night - bareback bronc riding, saddle bronc riding, and bull riding - an unprecedented test of endurance in modern rodeo competition. One competitor will be eliminated each week in a Knock-Out elimination bull ride match. The ultimate "Toughest Cowboy" Champion crowned in the last tournament will win his dream---the deed to a spectacular ranch in the Rocky Mountains of Wyoming.

Emmy-award winning producer Mark Burnett, behind such landmark series as Survivor and The Apprentice, serves as executive producer for "Toughest Cowboy". "Toughest Cowboy" marks the first series to emerge from a pact between Mark Burnett Productions and AEG announced earlier this year.

Jagermeister is the most popular shot brand in the United States. Considered a tough competitor in bars and nightclubs, Jagermeister is excited to bring that competitive edge to rodeo.

"We're thrilled to be returning to 'Toughest Cowboy' for a second season as presenting sponsor," said Bill Henderson, Senior Vice President of Marketing and Advertising at Sidney Frank Importing Company. "The partnership of AEG, Grit Rock Rodeo, Mark Burnett Productions, Spike TV and Jagermeister will take this property to a whole new level, and we're thrilled to be along for the action-packed ride."

Jagermeister will host "Toughest Thursdays"(TM), Thursday night parties to view the Spike TV broadcasts of "Toughest Cowboy" in bars in most major markets throughout the United States.

"We are very pleased to have Jagermeister return as the Presenting Sponsor for 'Toughest Cowboy'," said Jac Sperling, Chairman and CEO of Grit Rock Rodeo. "The folks at Sidney Frank Importing Company are geniuses at marketing, and have created one of the top brands of any product in the United States. We hope to connect the millions of Jagermeister fans with 'Toughest Cowboy' on Spike TV and in arenas across the country."

   Other major sponsors include:   --  The Home Depot: www.homedepot.com   --  Wrangler: www.wrangler.com   --  ReelzChannel: www.reelzchannel.com   --  Wild Horse Wyoming Properties: www.wildhorseranchwy.com   --  Priefert Ranch Equipment: www.priefert.com   --  FantasyFishing.com: www.fantasyfishing.com    

JAGERMEISTER is imported from Germany and made with herbs and spices, Jagermeister is the most popular shot brand in the United States and the leading imported cordial. Known for its creative marketing and innovative promotions, Jagermeister is imported by Sidney Frank Importing Co., Inc. of New Rochelle, NY who encourages responsible drinking for those 21 and over. For more information, visit www.jager.com.

Whiskey Falls was named 2008's "Breakout Band of the Year" by Nashville's Music Row, has been featured in many major publications such as People Magazine, USA Weekend, Billboard Magazine, Country Weekly and more. They have also made appearances on national television including performances on The Early Show, Extra!, GAC and at several NASCAR pre-race events, as well as being featured in television commercials for AAMCO Transmissions. Their unreleased song "Load Up The Bases" was selected as the official theme song for Fox Sports South Network's coverage of Major League Baseball and continues to be played in MLB stadiums nationwide. Whiskey Falls' internet address is: www.whiskeyfallsmusic.com.

Toughest Cowboy is a sports drama based around the sport of rodeo. Twelve of the grittiest cowboys in America compete in eight episodes in a national tour that will take them to Chicago, Atlanta, Indianapolis, Columbus, Raleigh, and Minneapolis/St. Paul. The competitions will be broadcast on Spike TV on Thursdays at 11pm ET/PT, premiering on January 29, 2009. The television episodes will be produced by world-renowned reality show producer Mark Burnett. In each episode, at least one cowboy will be eliminated in a knock-out elimination bull ride match. The Champion will win a spectacular ranch in the Rocky Mountains of Wyoming. "Toughest Cowboy" is owned by Grit Rock Rodeo, which is owned by AEG Events & Media and an entity controlled by Jac Sperling. Grit Rock Rodeo is one of the leading producers of live and televised rodeo events in the world. "Toughest Cowboy's" internet address is www.toughestcowboy.com .

Mark Burnett Productions (MBP) is a leading production company for primetime television, cable and the internet, and has produced over 1,100 hours of television programming which regularly airs in over 70 countries around the world. MBP revolutionized television with hits such as Survivor (CBS), The Apprentice (NBC), The Contender (Versus), Rock Star (CBS), the Steven Spielberg co-production On The Lot (FOX), the smash hit Are You Smarter Than a 5th Grader? (FOX), which is currently being produced in 51 countries, and the daytime syndicated hit Martha (about to begin its 4th season). In the summers of 2007 and 2008, MBP entered the world of Award Shows, when Mark Burnett served as executive producer for the MTV Movie Awards. In October of 2007, MBP opened Mark Burnett Productions Asia; a joint venture with Genting International to both create new content for and adapt established formats in the Asian market. Since 2001, MBP has garnered a total of 51 Emmy nominations with 5 wins, and has won 4 People's Choice Awards. Mark Burnett has been named one of the most influential people in the world by TIME magazine and named TV Guide's most valuable player. He has won both BRANDWEEK'S Marketer of the Year Award and the prestigious ROSE D'OR FRAPA Format Award. In 2007, Mark Burnett was inducted into the Broadcasting and Cable Hall of Fame. In 2008, Mark was honored with the announcement that he is to receive a star on the Hollywood walk of fame. This year will continue with new shows for MBP, including Star Maker (MTV), Wedding Day (TNT), Bully Beatdown (MTV), How'd You Get So Rich? (TV Land), Toughest Cowboy (Spike), and Expedition (History Channel), as well as Survivor 18, Contender 4, Are You Smarter Than a 5th Grader 3 and Apprentice 8.

AEG is one of the leading sports and entertainment presenters in the world. AEG, a wholly owned subsidiary of The Anschutz Company, owns or controls a collection of companies including facilities such as STAPLES Center, The Home Depot Center, Sprint Center, The O2, NOKIA Theatre L.A. LIVE and NOKIA Theatre Times Square; sports franchises including the Los Angeles Kings (NHL), two Major League Soccer franchises, a Major League Lacrosse team, two hockey franchises operated in Europe, management of privately held shares of the Los Angeles Lakers, the ING Bay to Breakers foot race and the Amgen Tour of California cycling road race; AEG LIVE, the organization's live-entertainment division, is a collection of companies dedicated to all aspects of live contemporary music performance, touring and a variety of programming and multi-media production.

Spike TV is available in 97.7 million homes and is a division of MTV Networks. A unit of Viacom (NYSE:VIA) (NYSE:VIA.B) , MTV Networks is one of the world's leading creators of programming and content across all media platforms. Spike TV's Internet address is www.spike.com and for up-to-the-minute and archival press information and photographs, visit Spike TV's Press site at www.spike.com/press.

   Other major sponsors include:   --  The Home Depot: www.homedepot.com   --  Wrangler: www.wrangler.com   --  ReelzChannel: www.reelzchannel.com   --  Wild Horse Wyoming Properties: www.wildhorseranchwy.com   --  Priefert Ranch Equipment: www.priefert.com   --  FantasyFishing.com: www.fantasyfishing.com     Contact:     Ann Bleiker                (719) 330-4293                ableiker@yahoo.com  

First Call Analyst:
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Source: Jagermeister

CONTACT: Ann Bleiker, +1-719-330-4293, ableiker@yahoo.com

Web Site: http://www.jager.com/

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Profile: International Entertainment